ABSTRACT

For those in the luxury fashion industry, the global fine jewelry market has rebounded from the effect of the COVID-19 pandemic due to the participation of millennials. Understanding the attitudes and values that drive millennials’ decision-making processes, as well as acquiring better knowledge of how their needs change, is essential to aid the survival of luxury brands. This research applied the means-end theory as a framework to explore millennials’ preferences regarding the product attributes, benefits, and values that drive purchasing decisions. Thirty Thai millennials participated in the hard laddering interviews. The means-end chains obtained were analyzed using the LadderUX software. Brand, product function, and beauty are the key attributes that drive the purchasing decision, as they have a stronger link to the top values – happiness and self-confidence – of the millennial mindset.

摘要

对于奢侈时尚行业的人士来说，由于千禧一代的参与，全球高级珠宝市场已从 COVID-19 大流行的影响中反弹。了解推动千禧一代决策过程的态度和价值观，以及更好地了解他们的需求如何变化，对于帮助奢侈品牌生存至关重要。本研究应用手段-目的理论作为框架，探索千禧一代对推动购买决策的产品属性、收益和价值观的偏好。三十名泰国千禧一代参加了硬梯采访。使用 LadderUX 软件分析获得的手段-结束链。品牌、产品功能和美观是推动购买决定的关键属性，